# US 2018/0322205 A1 · Personalization using clickstream data > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 2018/0322205 A1 - Document ID: US20180322205A1 - Status: Published application - Kind: A1 - Application number: 15/588,987 - Filed: 2017-05-08 - Published: 2018-11-08 - Earliest claimed: 2017-05-08 - Assignees: American Express Travel Related Services Company, Inc. - Applicants: American Express Travel Related Services Company, Inc. - Inventors: Balaji Balaraman; Sastry VSM Durvasula; Sathish B. Muthukrishnan; Harish Naik; Neha Singh - Web page: https://patentgrep.com/patent/US20180322205A1 ## CPC - G06F 16/958: Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking - G06F 16/9535: Search customisation based on user profiles and personalisation - G06F 16/9558: {Details of hyperlinks; Management of linked annotations} - G06F 40/106: Display of layout of documents; Previewing - G06F 40/134: Hyperlinking - G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N) ## Abstract A system may deliver personalized content to a user. The system may create a user persona based on demographic information and stored clickstream data of the user. The system may learn which functionalities the user typically uses on a webpage, and the system may create a personalized version of the webpage for the user. ## Claims ### Claim 1 A method comprising: calculating, by a computer-based system, an affinity score of the user; determining, by the computer-based system, that the affinity score is greater than a threshold level; providing, by the computer-based system and in response to the affinity score being greater than the threshold level, personalization services to the user; selecting, by the computer-based system and based on clickstream data of the user, a first link corresponding to a first function; and presenting, by the computer-based system, the first link to the user. ### Claim 2 (depends on 1) The method of claim 1, wherein the affinity score is calculated in response to the computer-based system authenticating credentials for the user. ### Claim 3 (depends on 1) The method of claim 1, further comprising selecting, by the computer-based system and based on the clickstream data, a second link corresponding to a second function. ### Claim 4 (depends on 3) The method of claim 3, further comprising determining, by the computer-based system, that the user is more likely to select the first link than the second link. ### Claim 5 (depends on 4) The method of claim 4, further comprising presenting, by the computer-based system, the first link in a greater size than the second link. ### Claim 6 (depends on 5) The method of claim 5, further comprising determining, by the computer-based system, an available display area on a device of the user; and calculating, by the computer-based system, a first size of the first link and a second size of the second link, such that the first link and the second link fill the available display area. ### Claim 7 (depends on 6) The method of claim 6, wherein the first size is proportional to a likelihood that the user is going to select the first link, and wherein the second size is proportional to a likelihood that the user is going to select the second link. ### Claim 8 A computer-based system, comprising: a processor; a tangible, non-transitory memory configured to communicate with the processor, the tangible, non-transitory memory having instructions stored thereon that, in response to execution by the processor, cause the processor to perform operations comprising: calculating, by the processor, an affinity score of the user; determining, by the processor, that the affinity score is greater than a threshold level; providing, by the processor and in response to the affinity score being greater than the threshold level, personalization services to the user; selecting, by the processor and based on clickstream data of the user, a first link corresponding to a first function; and presenting, by the processor, the first link to the user. ### Claim 9 (depends on 8) The computer-based system of claim 8, wherein the affinity score is calculated in response to the computer-based system authenticating credentials for the user. ### Claim 10 (depends on 8) The computer-based system of claim 8, the operations further comprising selecting, by the processor and based on the clickstream data, a second link corresponding to a second function. ### Claim 11 (depends on 10) The computer-based system of claim 10, the operations further comprising determining, by the processor, that the user is more likely to select the first link than the second link. ### Claim 12 (depends on 11) The computer-based system of claim 11, the operations further comprising presenting, by the processor, the first link in a greater size than the second link. ### Claim 13 (depends on 12) The computer-based system of claim 12, the operations further comprising determining, by the processor, an available display area on a device of the user; and calculating, by the processor, a first size of the first link and a second size of the second link, such that the first link and the second link fill the available display area. ### Claim 14 (depends on 13) The computer-based system of claim 13, wherein the first size is proportional to a likelihood that the user is going to select the first link, and wherein the second size is proportional to a likelihood that the user is going to select the second link. ### Claim 15 An article of manufacture including a non-transitory, tangible computer readable storage medium having instructions stored thereon that, in response to execution by a computer-based system, cause the computer-based system to perform operations comprising: calculating, by the computer-based system, an affinity score of the user; determining, by the computer-based system, that the affinity score is greater than a threshold level; providing, by the computer-based system and in response to the affinity score being greater than the threshold level, personalization services to the user; selecting, by the computer-based system and based on clickstream data of the user, a first link corresponding to a first function; and presenting, by the computer-based system, the first link to the user. ### Claim 16 (depends on 15) The article of manufacture of claim 15, wherein the affinity score is calculated in response to the computer-based system authenticating credentials for the user. ### Claim 17 (depends on 15) The article of manufacture of claim 15, the operations further comprising selecting, by the computer-based system and based on the clickstream data, a second link corresponding to a second function. ### Claim 18 (depends on 17) The article of manufacture of claim 17, the operations further comprising determining, by the computer-based system, that the user is more likely to select the first link than the second link. ### Claim 19 (depends on 18) The article of manufacture of claim 18, the operations further comprising presenting, by the computer-based system, the first link in a greater size than the second link. ### Claim 20 (depends on 19) The article of manufacture of claim 19, the operations further comprising determining, by the computer-based system, an available display area on a device of the user; and calculating, by the computer-based system, a first size of the first link and a second size of the second link, such that the first link and the second link fill the available display area.